THE BEAUTY-REPORTlet’s dance. shopping queen. der bachelor. das supertalent. dsds. gzsz. alarm...
Transcript of THE BEAUTY-REPORTlet’s dance. shopping queen. der bachelor. das supertalent. dsds. gzsz. alarm...
THE BEAUTY-REPORT
AbstractCologne, 18th of December 2018
on the dark
LET'S SHED SOME LIGHT
17TV formats in the
survey
BAS IC CHARACTE RIS TIC OF THE TARGE T GROUP TYP OL OGYBeauty-minded people who use face care cosmetics, decorative cosmetics or hair careproducts at least several times a week
ONL INE S URVE Ywith 6,925 respondents
THE BE AUTY MARKE T DE F INE DFace care cosmetics, decorative cosmetics and hair care
15brands for detailed
analysis
61beauty brands in all
22
from three categories
61 BEAUTY BRANDS
ALPECIN
ALTERRA
ALVERDE
ANNEMARIE BÖRLIND
ARTDECO
ASTOR
AUSSIE
AVON
BALEA
BATISTE
BEBE
BENEFIT
BIOTHERM
CATRICE
CHANEL
CLARINS
CLINIQUE
DESSANGE
DIADERMINE
DIOR
DREI WETTER TAFT
EDDING
ELVITAL
EOS
ESSIE
EUBOS
EUCERIN
GARNIER FRUCTIS
GARNIER SKINACTIVE
GARNIER WAHRE SCHÄTZE
GLISS KUR
GUHL
HEAD & SHOULDERS
HERBAL ESSENCES
ISANA
JOHN FRIEDA
LOV
L‘ORÉAL PARIS
L‘ORÉAL PARIS REVITALIFT
LABELLO
LAVERA
MAC
MANHATTAN
MAUI MOISTURE
MAX FACTOR
MAYBELLINE
MEDIPHARMA COSMETICS
NEUTROGENA
NIVEA
OLAZ
PANTENE PRO-V
PLANTUR
REVLON
SALLY HANSEN
SCHAEBENS
SCHAUMA
SCHWARZKOPF
SHISEIDO
SYOSS
VICHY
WELEDA15 brands for detailed analysis3
HOW TO WIN OVER YOUR
TARGET GROUP
Selecting the right channels and media brands is crucial to the success of
your campaign!
NINJA WARRIOR GERMANY
From the TV stations RTL, Sat.1, ProSieben and Vox
17 TV FORMATS SURVEYED
MAGDA MACHT DAS SCHON!
SHOPPING QUEENLET’S DANCEDER BACHELOR
DAS SUPERTALENT
DSDS
GZSZ
ALARM FÜR COBRA 11
DIE HÖHLE DER LÖWEN
DAS PERFEKTE DINNER
DER LEHRER
SING MEINEN SONGEXCLUSIV
ZWISCHEN TÜLL UND TRÄNEN
GERMANY’S NEXT TOPMODEL
THE VOICE OF GERMANY
5
COSMETICS ADVERTISING
…is informative
…is interesting
…whets consumers' appetite for the product
…is entertaining
…is inspiring
...is credible
…puts me in a good mood
…is simply a must
…is a nuisance
…goes unnoticed by me
40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210
TV advertising enjoys the highest acceptance rate and is therefore indispensable to the communication of strong brands!
BEAUTY BRANDS NEED QUALITY MEDIA
INDEX
Television Internet Plakat Radio
Journals/magazines Cinema Advertising papers/mailshots Daily newspapers
Beauty-minded consumers n = 6,636 6
Respondents n = 6,925 | Note: values rounded to the nearest whole number.
Awareness of, affinity for and intention to purchase face care brands, in %
AWARENESS DRIVES AFFINITY AND PURCHASE
0
10
20
30
40
50
60
70
80
20 30 40 50 60 70 80 90 100
Brand affinity
Brand awareness
Size of bubble: purchase intention
YOU NEED TO BE FAMILAR WITH THESE
EIGHT TYPESA clearly differentiated target group
typology based on values is crucial for brands in the beauty segment.
of the eight beauty types
OVERVIEW
12%
11%
15%
16%12%
12%
11%
10%
Beauty-minded consumers in Germany,
aged from 14 to 69
Beauty-minded consumers: Trendsetters n = 682, Minimalists n = 733, Pragmatists n = 810, Believers in Active Ingredients n = 821, Understated n = 1.084, Habitual Buyers n = 1.014, Brand Believers n = 724, Natural Beauties n = 768
Trendsetters
Minimalists
Pragmatists
Believers in Active Ingredients
Understated
Habitual Buyers
Brand Believers
Natural Beauties
9
1
2
3
4
5
6
Not only does a strong brand enjoy strong awareness, it also has a good story, a consistent brand presence and a good, value-based communication strategy.
landen im Einkaufswagen
10
The kind of advertising that involves the consumers, both creatively and emotionally, works better and longer term than that which merely delivers a single explicit message.
Brand ambassadors such as celebrity endorsers can also bring across the intended brand values
A lot of what goes on during a purchase decision takes place at an unconscious level: within an instant, emotions trigger an intuitive response to alleviate the complex decision-making process.
Brand awareness is essential if a brand is to be successful. But each purchase is also accompanied by an unconscious, emotional decision-making process.
Only those brands that manage to gain an emotionally appealing foothold then enter the consumer's relevant set and achieve a sustainable degree of brand loyalty
THE TRENDSETTERS
Adventurous & ready to take risks
Sociodemographics/attitude to life
The Trendsetters n = 682 | Note: the attributes (place of residence, net income, education, personality, hobby & leisure) are based on the highest percentage and the index (>105) combined.
THE TRENDSETTERS
"I always like to look perfectly styled"
"I always know which cosmetics products are in
vogue"
"I love applying make-up"
"I take a cue from the look of stars and celebrities “
"I like to try out new cosmetics"
"I like cosmetics with a hint of luxury"
"I'm prepared to spend more on eco-friendly cosmetics"
"I pay more attention to the brand than to price when shopping for cosmetics"
"I tend to get my information from the store and then purchase on the
internet""I often buy things without thinking too hard about whether or not I can
actually afford them"
"I like treating myself to expensive stuff"
For advertisers in general and those from the beauty segment in particular, TV offers considerable marketing communication potential.
With impressive pictures, catchy slogans and atmospheric music, this channel is especially well equipped to create emotional experiential worlds.
This is an ideal way of whetting consumers' appetite.
Each environment stands for its own value profile.
Despite all the commonalities within people's general affinity for television, there are still key differences between the beauty types.
The extent to which the types differ in terms of their preferences is particularly highlighted by the high relevance of carefully selected environments
ConclusionCustomisation is what's wanted!
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THANK YOUfor working with us.Facit Research GmbH & Co. KG. Building Best Value